My Amazon Guy What Most Sellers Get Wrong About PPC Budgets After Holidays
Jan 15, 2026
In the latest discussion, the focus is on why bids are more critical than budgets for PPC success after the holidays. Sellers are encouraged to adjust their strategies to accommodate reduced demand and lower storage fees. The importance of balancing short-term tactics with long-term growth is emphasized. Additionally, there's insight into when it might be acceptable to incur losses on ads, particularly for one-time purchases. Finally, tips on calculating break-even ACOS post-holidays help align PPC efforts with market realities.
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Prioritize Bids Over Budgets
- Focus on adjusting bids rather than budgets after the holidays to control who wins clicks.
- Lower bids if clicks aren't converting instead of only cutting budgets.
Amazon Won't Blow Your Budget Without Demand
- Amazon won't automatically spend all available budget if demand drops; it only charges for actual clicks.
- This structure makes budgets a guardrail while bids control spend and relevance.
Blend Short-Term Wins With Long-Term Goals
- Use both short-term and long-term PPC strategies and set bids accordingly for each goal.
- For new products, invest to gain impressions and sales, but monitor bid efficiency closely.